Chupa Chups expands into doughnuts

The confectionary maker has partnered with Perfetti Van Melle for a line of sweet treats.

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Leading international food group, Vandemoortele, parent company of Chupa Chups, has partnered with confectionary maker Perfetti Van Melle for a line of doughnuts.

The product will leverage the sweet flavours of the lollipops, as well as the colourful and playful designs associated with the brand. The doughnuts are set to launch spring 2018 in France, Belgium, Netherlands, with more countries rolling out later in the year. Products will be available across all major distribution channels and online. The agreement was brokered by Perfetti Van Melle’s brand extension agency, Beanstalk.

Founded in 1958, Chupa Chups is an iconic confectionery brand that has become a part of popular culture. It is globally renowned for its colourful imagery and unique flavour profile, lending itself well to extensions outside of the core confectionery area.

“We are very pleased to partner with Vandemoortele," said Marta Ballesteros, licensing area manager at Perfetti van Melle. "We share the same values of product excellence and dynamic approach to the market. This is a great project that will bring innovative products across Europe and our loyal consumers will enjoy the sponge texture of the doughnut with crunchy Chupa Chups on top.”

“We are delighted to partner with Chupa Chups’ brand owner Perfetti Van Melle," said Eddy Van Blanken, group marketing director at Vandemoortele "Chupa Chups’ fun and colourful DNA, and its iconic taste, provide a great opportunity to innovate in the doughnut market. We look forward to engaging consumers with a unique combination of the well-known Chupa Chups flavours and delicious Vandemoortele doughnuts.”

Lisa Reiner, managing director of Beanstalk for Europe and Asia Pacific, concluded, “We are thrilled to welcome Vandemoortele to the Chupa Chups licensing programme. As a market leader in the sweet treats category, Vandemoortele is an ideal partner to translate Chupa Chups’ distinct visual identity and flavours into the doughnut category.”

The move is based on the positive development of the existing cooperation in selected food categories. Beanstalk and Perfetti Van Melle have now entrusted g.l.a.m. with the licensing of the lifestyle brand in manifold non-food categories.